Relationship Marketing Relationship Value of Customers Customer Profitability Segments Relationship Development Strategies Relationship Challenges. Chapter 6. Building Customer Relationships. 6- 1. Objectives for Chapter 6: Building Customer Relationships.
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What segment spends more with
us over time, costs less to maintain,
spreads positive word of mouth?
Not as profitable: discounts or less loyal
Utilize capacity, but do not merit special treatment
What segment costs us in
time, effort and money yet
does not provide the return
we want? What segment is
difficult to do business with?
Customers with bad credit or accident-prone drivers